Privacy Policy
Effective 7 September 2026 · Last updated 24 October 2026
MakeMe turns a makeup look you love into the steps and products behind it. To do that it needs the photo, video or link you send it. This page says exactly what happens to that, and to everything else the app knows about you.
The short version. MakeMe uses AI. After you grant AI sharing permission, selected photos or video frames, relevant text and beauty preferences pass through our Supabase-hosted service to Anthropic to create the analysis you request. Photos and frames may contain faces. Completed look analyses and their frames are saved on your phone and, when cloud backup is on, in your private account until you delete them. Temporary video evidence has a 24-hour expiry target and scheduled cleanup; Anthropic has its own retention periods. We do not identify people, create biometric faceprints, sell face data or use it for advertising. Sections 3–5 explain the face data, sharing, storage and retention in detail.
1. Who we are
MakeMe is an iOS app operated by DDL Ventures ("MakeMe", "we", "us"). We are the controller of the personal data described here.
Questions, requests, or anything about this policy: Support@trymakeme.com.
2. What we collect
What you send us to analyse
- Photos and videos you pick from your library, capture, or share into MakeMe. A photo is resized and encoded for analysis and can still show the whole scene, including a face. For a video, the app sends selected still frames and text to our analysis service, not the original video file.
- Links you paste from TikTok, Instagram, YouTube or elsewhere, and the frames, on-screen text and spoken transcript the app extracts from the post at that link.
Photos, video frames, post previews and optional profile photos can contain faces. The optional shade selfie uses the front camera, but it is measured on your phone and never leaves it; a photo attached to Ask Makey or product identification can also include a face. We treat this as sensitive face-related data: see section 3, "Face data".
What you tell us in the app
- Your intro answers — what you want out of the app, what usually goes wrong, where you find looks, your skill level, the vibes you like, and your skin depth and undertone.
- Your saved things — the looks you keep, the products in your shop, the routines you build and how far through one you are, your questions to Ask Makey, and the preferences you set.
- Your profile — the name, tagline and photo you choose to add. All three are optional and the app works without them.
- Your sign-in — the email address you sign in with, or, if you choose Google, the email address and name Google shares with us when you allow it. We never see a password, because there is none: the app uses a one-time code sent to your email, Sign in with Apple, or Google.
What we collect automatically
- An account identifier. A random value that stands for your account in our database, so your looks have somewhere to live. It is what ties your saved looks, your answers and your subscription together.
- An install identifier — a random value created on first launch and kept in your device keychain. It is used to rate-limit analyses so one device cannot flood the service, and to line up an error report with the request that caused it.
- A trial identifier — a second random value in your device keychain, used for one thing: giving the free trial once per phone and once per account. It stays on the phone when you delete the app, log out or delete your account. When a free trial starts, we store a one-way hash of it next to your account identifier; we never store the value itself, and it is not your Apple Account, your device's serial number or any advertising identifier.
- Analysis diagnostics — for each analysis, the outcome, an error code if it failed, how many frames and characters went in, which model ran, how long it took, and how many tokens it used. No image, frame, transcript, or piece of the result is included in this record.
- Usage analytics, unless you switch off Share usage data in Settings › Privacy & data. Which screens you open, which buttons you tap, which features you use, when the app opens and closes, and whether an analysis or purchase went through. These events carry your account identifier, a random analytics identifier created on first launch, your device model and screen size, iOS version, language and time zone, app version, network type and whether the app came from TestFlight. PostHog also receives the IP address each request comes from, as any server does; MakeMe switches off PostHog's location lookup. They never include your photos, video frames, links, name, email, requests to Makey or anything you type, and the app does not record your screen.
- AI cost records — for each AI request, our server sends PostHog which model ran, how many tokens and web searches it used, what it cost us and how long it took, under your account identifier. No photo, frame, transcript, request text or result is included. Like the analysis diagnostics, these are operational records and are sent whether or not Share usage data is on.
- A notification token, and only if you have turned notifications on. When you start a video analysis, your device's Apple push token is stored against that one job so we can tell you when the breakdown is ready, and it is deleted along with the job. It is never used to market anything to you.
- Crash and performance data, if you have Apple's sharing turned on in iOS Settings. Apple gives it to us aggregated; we never see who you are from it.
MakeMe carries no advertising SDK and no tracking pixels. It uses one analytics service, PostHog, for the usage analytics and AI cost records above, and only to understand, run and improve MakeMe. We do not track you across other companies' apps or websites, and we do not ask for the App Tracking Transparency permission because we have nothing to ask for.
Your subscription
You subscribe in the app, and Apple handles the purchase. We never see your card, your Apple Account details, or your billing address. Apple tells our subscription provider (RevenueCat) whether a purchase went through and whether it is still active, and the app asks that one question — are you subscribed — before it opens. RevenueCat also tells PostHog, our analytics service, when a trial starts, a plan renews or ends, and its price, under your account identifier, so we can see what MakeMe earns and costs per account. These subscription records are sent whether or not Share usage data is on.
Permissions the app asks for
| Permission | Why |
|---|---|
| Photo library | To let you select the photo or video you want analyzed through the system picker. The app reads the items you select; it does not require access to your entire library. |
| Camera | Only if you take a photo or video inside the app, or the optional shade selfie, in the intro or later from Preferences or Products. |
| Speech recognition | Only if you allow it, and only for a video's audio. The transcript helps the analysis catch product names said aloud. Decline it and the analysis runs without one. |
| Notifications | Only if you turn them on. We send two kinds: one when a video analysis you started has finished, and, if you start a free trial, one reminder the day before the trial ends, scheduled on your phone. We never send marketing notifications. |
Camera, speech and notification permissions can be changed in iOS Settings. You control selected-photo access through the system picker. AI sharing permission is separate and can be withdrawn in MakeMe Settings under Privacy & data.
3. Face data
What face data we collect
MakeMe processes the visible face appearance in the photos and selected video frames you choose. Saved look frames, post previews, optional profile photos and photos attached to Ask Makey may also show a face. Makeup analysis produces descriptions of visible makeup, colors, placement and finish. The optional shade finder either measures a selfie on your phone or uses the foundation and shade you name. It produces a skin depth, an undertone, a swatch color and a confidence level; the shade you confirm, with its source and, if you named one, the foundation and shade, becomes part of your beauty preferences. The shade selfie is measured entirely on your phone. While the camera is open, the app reads frames from the front camera in memory, uses Apple's Vision framework to find your face and the landmark points that place the measurement on your lower cheeks, and averages the skin color there. Those frames and points are discarded as soon as your shade is measured or you leave the camera. They are never saved, uploaded to our servers, sent to Anthropic or any other provider, or included in cloud backup.
On your device, Apple's Vision framework also detects face bounding rectangles to select useful video frames. These rectangles are temporary and are not uploaded or saved as face geometry. To draw the face map that shows where a routine step goes, Vision also finds face landmark points (the outline of the face, eyes, eyebrows, nose and lips) in a saved look's photo. These points are calculated and kept only on your phone, in a small cache file for that photo. They are never uploaded to our servers, sent to Anthropic or any other provider, or included in cloud backup, and they are deleted when the photo or look is deleted, when the app's local account data is erased, or when you remove the app. Frame notes and saved-look diagnostics can retain a face-presence or face-area proportion and whether a hand was near the face. These are selection signals, not an identity template. We do not create a faceprint, face mesh, depth map or biometric identity template, and we do not use face landmark points to recognize or identify anyone.
How face data is used
We use this face-related data to describe a makeup look, select clear evidence and a cover image, measure your optional shade, personalize makeup recommendations and display your saved looks or chosen profile photo. A face incidentally included in an outfit or product photo is transmitted with that image, although those features are asked to identify clothing or products. We do not use face data to identify a person, match people across images, authenticate anyone, infer emotion or perform surveillance. Face data is not sold, used for advertising or used by MakeMe to train AI models.
Permission, sharing and deletion
Before sending feature data to Anthropic, the app asks for your explicit AI sharing permission and names the provider and the data involved. Declining stops the AI request. You can withdraw permission for future requests in Settings under Privacy & data. The shade finder sends nothing to AI, so it works without this permission, and you can name the foundation you wear instead of taking a selfie. Camera, photo and speech permissions are separate. Withdrawing permission immediately blocks new AI requests and asks iOS to cancel pending background uploads. Uploads already in flight or racing with cancellation may still reach our service. Withdrawal cannot recall content already received by our service or stop server jobs already started; that work may finish. Withdrawal does not delete saved content automatically.
Face-containing images are shared with Supabase to run and store the requested feature and with Anthropic through its commercial API for analysis. Profile photos are stored with Supabase and are not sent to Anthropic for profile display. We do not send face images to RevenueCat, Google sign-in or advertising providers. Section 4 lists the providers and purposes; section 5 gives the separate retention periods and explains deleting a look, Ask Makey request, profile photo, cloud backup or account. Provider retention can continue after you delete your MakeMe copy.
4. Where your data goes
We share personal data with the providers below to operate the features you request. Their data-protection terms govern processing, security, retention and any legally required or safety-related use.
| Who | What they get | Why |
|---|---|---|
| Anthropic (Claude) | Resized photos or selected video frames, which can contain faces; frame notes, on-screen text, transcript and caption; relevant beauty preferences. For Ask Makey: your request, conversation, attached outfit photo, source-look details, relevant products and preferences. For product identification: the photo or product link and available product details | To describe makeup and create a routine, suggest makeup for an outfit and identify products. Sent through the commercial API after AI sharing permission. Anthropic does not use commercial API inputs and outputs for model training by default. Its retention and safety/legal exceptions are explained in section 5. |
| Apple (speech recognition) | The audio of a video you selected, only if you have allowed speech recognition and on-device transcription is unavailable or a short video’s on-device transcript is sparse | To turn spoken product names and instructions into the transcript the analysis reads. Decline the permission and the analysis runs without a transcript. |
| Supabase | Feature requests passing through our hosted functions, including face-containing photos or frames; temporary video evidence and results; your account, saved looks and frames, profile photo, confirmed shade, intro answers, products, routines and Ask Makey records | To run our backend, store private account data and synchronize it when cloud backup is on. Account rows and saved files use account-scoped access controls; temporary evidence and result caches are accessible through our server. See section 5 for retention. |
| PostHog | Usage analytics: screens opened, buttons tapped, features used, app opens and outcomes, with your account identifier, a random analytics identifier, device model, iOS version and app version. AI cost records: the model, tokens, web searches, cost and timing of each AI request, with your account identifier. Subscription records from RevenueCat: trial starts, renewals, cancellations and prices, with your account identifier. Never photos, frames, links, your name or email, or anything you type | To see how MakeMe is used, where people get stuck and what it costs to run and earns, so we can improve it. Stored in PostHog's US cloud. The app sends no usage analytics while Share usage data is off; AI cost and subscription records are still sent. |
| RevenueCat | Your account identifier and the App Store receipt for your purchase | To tell the app whether your subscription is active, and to keep it working when you reinstall or move phones. |
| Apple | Your purchase, and your name and email if you use Sign in with Apple | Billing, and signing in. Apple's own privacy policy applies to what they hold. |
| Nothing from us. If you choose Continue with Google, Google tells us your email address and name | To sign you in without a password. Google's own privacy policy applies to your Google account. | |
| Apple (push notifications) | A device token, and the fact that one analysis has finished | To deliver the single notification that tells you your breakdown is ready. Nothing about the look travels in it. |
| Retailer and brand websites | Product searches or ordinary web requests from our server; no face images or account profile | To identify a product and find its official photo and price. |
| Linked post hosts (for example TikTok, Instagram or YouTube) | The post or media URL your device requests, plus ordinary connection information such as an IP address | To fetch the post, preview or media you ask MakeMe to analyze. Their privacy policies apply to their services. |
We will also disclose data if the law requires it, to enforce our Terms of Service, or to protect someone's safety. If MakeMe is ever sold or merged, your data may move with it, and this policy travels with your data until it is replaced by one you are told about.
We do not sell your personal information, and we do not share it for cross-context behavioural advertising — under the CCPA's definitions or anyone else's. We have never done so.
5. What we keep, and for how long
Face data has different retention periods depending on the feature. Deleting a temporary working copy does not delete a saved look, a preview cache or a provider’s retained API copy.
| What | Where | How long |
|---|---|---|
| Shared photos, videos, links and open/resume notes waiting in the inbox | The private app/share-extension container on your phone | Kept until MakeMe consumes the share when you open the app, the pending share is discarded, or local account data or the app is removed. The inbox has no fixed time expiry. Canceling an in-extension analysis removes its pending share; closing the sheet can keep it for later. |
| Original video and local working copies | Your phone and the private app/share-extension container | The original video is not uploaded to our analysis backend. A temporary working copy is removed when preparation/analysis finishes or is canceled; an unfinished checkpoint expires after 24 hours and is removed when the app next checks it. Your original photo-library item is not deleted by MakeMe. |
| Photo analysis request; optional product-identification photo | Memory on your phone, our Supabase-hosted function and Anthropic | Our function processes these request images without writing them to our database or file storage. Completed look-analysis frames are saved separately below. The product-identification photo is not saved to your MakeMe account. Anthropic retention is separate below. |
| Shade selfie frames and the face points that place its measurement | Memory on your phone only | Discarded as soon as your shade is measured or you leave the camera. Never saved, uploaded, sent to a provider or backed up. |
| Temporary video evidence, intermediate analysis and notification token | Private Supabase analysis-evidence storage and video job tables | Evidence objects become eligible for cleanup 24 hours after their last update. Job records start with a 24-hour expiry; completion or cancellation can reset expiry to 24 hours after that event. Scheduled worker cleanup removes expired data in batches, so physical deletion can take longer if cleanup is delayed or backlogged. These are working copies, separate from saved looks. |
| Completed look analyses, saved frames and covers, including faces | Your phone; private Supabase look-frames storage and account rows when cloud backup is on | Completed analyses are saved automatically. Kept until you delete the look or your account; removing a favorite alone does not delete an analyzed look. Deleting a look removes its saved local copy; cloud removal requires a successful synchronization. |
| Profile photo | Your phone and private Supabase account storage when cloud backup is on | Until you replace or remove the photo or delete your account; cloud changes require successful synchronization. |
| Your confirmed shade and other answers, products and routines | Your phone and account database when cloud backup is on | Until you change or delete the relevant content or delete your account. Your confirmed shade (its depth, undertone, swatch color, confidence, source and when you chose it, plus the foundation and shade if you named one) is used for later recommendations and to find your shade in products. You can change it in Preferences. |
| Ask Makey requests, conversation and generated answers | Your phone and account database when cloud backup is on | Until you delete the request or your account. Attached outfit photos and any older reference photos stay on that phone, without being backed up as image files; they are removed with the request or local account data. |
| Reusable video-analysis results, without raw photos or frames | Server-only Supabase result cache, keyed by video fingerprint and pipeline revision | Results, including makeup descriptions and product evidence, can answer a repeat analysis of the same video, including for another account, for 30 days from the original computation; cache hits do not extend this period. Entries retain their originating account, and deleting that account removes its cache entries even after the temporary video jobs expire. An independent database sweep runs every minute and removes expired results on the first successful sweep; failures can delay physical deletion. Deleting a look or cloud backup does not clear this separate cache, and deleting an originating account does not remove another user’s saved copy. Contact us for a removal request about a specific video. |
| Face map points (face landmark positions) | Your phone only | Calculated on the phone by Apple's Vision framework for a saved look's photo and kept in a small on-device cache file. Never uploaded, shared with a provider or backed up. Deleted with the photo or look, when local account data is erased, or when the app is removed. |
| Post preview image cache | Your phone | Cached previews may contain faces. They have no fixed time expiry; unpinned entries are evicted as the shared image cache exceeds its disk budget. A preview may remain after a look is deleted until eviction or removal of the app. It is separate from saved private frames. |
| Anthropic API inputs and outputs, including face-containing images | Anthropic systems under its commercial terms | Anthropic’s standard API policy deletes inputs and outputs within 30 days of receipt or generation, with exceptions for agreed terms, safety enforcement and law. If flagged for a Usage Policy violation, inputs and outputs may be retained up to 2 years and trust-and-safety classification scores up to 7 years. We do not claim a zero-data-retention agreement. Deleting content in MakeMe does not immediately erase these provider copies. |
| Analysis diagnostics (no images or transcripts) | Our Supabase database | 90-day retention target, followed by scheduled nightly pruning. This operational log is separate from the frame-selection notes saved with a look. |
| Usage analytics, AI cost and subscription records (no photos, frames, links or anything you type) | PostHog | 12-month retention target. Email Support@trymakeme.com to have yours deleted sooner. Switching off Share usage data stops new usage analytics at once, though events captured just before may still finish uploading; it does not delete earlier ones. |
| Purchase records | RevenueCat and Apple | Providers retain their own billing records under their policies and legal obligations. |
| That a free trial started: a one-way hash of the phone’s trial identifier, and your account identifier | Our database | Your account identifier is removed when you delete your account. The hash is kept to prevent a second trial on the same phone; the random trial identifier stays in the device keychain. |
To remove a look and its saved face-containing frames, delete the look in your library. Delete an Ask Makey request to remove its local attachments and saved conversation; replace or remove your profile photo to remove that image. Cloud removals finish when the device can successfully synchronize. In Settings under Privacy & data, deleting only your cloud backup removes saved account content and disables backup while keeping the phone’s copy, your account and temporary analysis jobs.
Deleting your account in Settings removes the private saved frames, profile photo and temporary video evidence from our server storage before deleting the account rows and jobs. The app then clears private looks, Ask Makey attachments, profile, preferences, working files and account state on the phone used for deletion; an interrupted local erasure is retried when the app reopens. Content already downloaded on another device, your original photo-library items, the separate preview/result caches and provider copies are subject to the rules above. Analysis diagnostics are unlinked from your account and install identifiers. To request deletion of other retained material or a copy of your data, contact Support@trymakeme.com.
Anthropic’s published commercial retention policy and training policy apply to its API processing. Commercial API content is not used for training by default; voluntary feedback or a separate opt-in can change that. MakeMe does not submit your feature content as training feedback.
An App Store subscription belongs to your Apple Account and account deletion does not cancel it. Cancel it in iPhone Settings under your name, then Subscriptions.
6. Why we are allowed to hold it
If you are in the UK, EU or somewhere with similar law, our legal bases are: performance of a contract (we cannot break down a look without the look, or keep your library without storing it); legitimate interests (keeping the service up, stopping abuse, giving the free trial once, fixing what breaks — balanced against your privacy, which is why diagnostics carry no content); consent (explicit AI sharing permission in MakeMe, camera/speech/notification permission in iOS, and the photos or videos you choose through the system picker; future AI sharing permission can be withdrawn in MakeMe Settings under Privacy & data); and legal obligation (tax records for purchases).
Where processing a photo is treated as special category data, we rely on your explicit consent through the AI sharing permission before transmission. You can withdraw permission for future requests in Settings under Privacy & data and use the deletion controls in section 5 for existing content. Device permissions can also be changed in iOS Settings.
7. Your rights
Wherever you live, you can ask us to: show you what we hold, correct it, delete it, hand it over in a portable file, restrict or object to what we do with it, and withdraw consent you have given. Some of this you can do yourself in the app: edit your profile and preferences, delete a look, product or routine, delete your cloud backup in Settings under Privacy & data, and delete your account in Settings. The app has no export button, so for a copy of your data, or anything else on this list, email Support@trymakeme.com and we will answer within 30 days.
We do not charge for a privacy request or discriminate against you for exercising your rights. After you decline or withdraw AI sharing permission, the app cannot start new AI requests with your content. Requests already submitted may finish as explained in section 3. If you are in the EEA or UK you may also complain to your data protection authority; if you are in California you may appeal a refusal by replying to our answer.
8. California privacy rights
If you live in California, the CCPA gives you the rights in section 7 and asks us to set out what we collect in its own categories. In the twelve months before the date at the top of this page we collected:
| Category | What that means in MakeMe | Why |
|---|---|---|
| Identifiers | Your account identifier, your install identifier, a one-way hash of your phone's trial identifier if you started a free trial, the email address you sign in with, and your name if Apple or Google shares it | To give your looks somewhere to live, to stop one device flooding the service, to give the free trial once, and to sign you in |
| Commercial information | That you hold a subscription, and the products you save to your shop | To open the app for you, and to keep your shelf |
| Internet or network activity | Analysis diagnostics: the outcome, timing and size of a request, with none of its content. AI cost records: the model, tokens and cost of each AI request. Unless you switch it off, usage analytics: the screens you open, the buttons you tap and the features you use | To keep the service up, to fix what breaks, to know what the service costs to run and to improve the app |
| Sensitive personal information | Face-containing photos, frames and the confirmed shade described in section 3 | To provide the analysis, saved library and personalized makeup recommendations you request |
| Inferences | The style traits the app draws from the looks you save, and your intro answers | To make what the app suggests fit you |
We collect all of it from you, either because you gave it to us or because your use of the app produced it. We disclose it only to the providers listed in section 4, and only so they can do the job named there.
We do not sell your personal information and we do not share it for cross-context behavioural advertising. We have never done either, and we do not do it with the data of anyone we know to be under 16.
We use sensitive personal information to perform the features you request and keep the service secure. The optional shade finder measures skin depth and undertone on your phone, for makeup recommendations and to find your shade in products. You can name your foundation instead of taking a selfie, change your shade in Preferences, withdraw AI sharing permission and request deletion or limitation of processing by contacting us.
You may make a request yourself in the app, or by email, and you may use an authorised agent with written permission. We will not treat you differently for asking. If we refuse a request you may appeal by replying to our answer, and you may also complain to the California Privacy Protection Agency or the Attorney General.
9. Children
MakeMe is not for children under 13, and we do not knowingly collect anything from one. If you are between 13 and the age of digital consent where you live (16 in much of the EU), you need a parent or guardian's permission to use MakeMe. If you believe a child under 13 has used the app, email us and we will delete the account and everything in it.
10. Where your data is processed
We are based in the United States. Our Supabase project database and saved image storage are configured in the United States, AWS US West (Oregon), region us-west-2. Requests also pass through Supabase-hosted server functions and Anthropic’s commercial API, and usage analytics and AI cost records are stored in PostHog's US cloud. These providers may process data outside the country where you live; a database/storage region does not restrict every processing service to that region. Processing and international transfers are governed by the applicable provider data-protection terms and legal requirements. Contact us for information about the processing locations and transfer safeguards applicable to your account.
11. Security
Network transfers use TLS. Private saved account rows and files use account-scoped access controls. Temporary analysis evidence and reusable results are accessed through server functions, and AI provider secret keys are kept on the server. No system is perfect; if a breach affects you, we will notify you and the relevant regulator as required by applicable law.
12. Affiliate links
Some "Buy" links in MakeMe are affiliate links, and we may earn a commission if you buy through one. Following one takes you to the retailer's own site, where their privacy policy applies. We do not pass them your name, your email, your photos, or anything else about you; the retailer sees an ordinary visit with a code that says it came from us.
13. Automated analysis and profiling
Reading a look is automated: a model looks at the photos or frames and writes makeup descriptions, steps and product suggestions. The optional shade finder suggests a shade, measured from a selfie on your phone or taken from the foundation you name, for you to confirm or correct, and finds that shade in other products. MakeMe makes no automated decision that has a legal effect on you or anything similarly significant, such as a decision about credit, employment, insurance, housing or education. Nothing in the app ranks your attractiveness or identifies you from your face.
The app does draw light preferences from what you save — that you lean warm, that you like a soft flush — to order what it suggests. You can see those on your profile, change what feeds them by deleting a look, and clear them by deleting your account.
14. Changes
If we change this policy we will update the date at the top, and if the change matters we will tell you in the app before it takes effect. Continuing to use MakeMe after that means the new version applies.
15. Contact
DDL Ventures — Support@trymakeme.com